OPRL will remain responsible for on-pack recycling messages, using Recycle Now iconography under an exclusive license.

WRAP UK director Peter Maddox said: “It’s been ten years since WRAP helped launch OPRL, together with the British Retail Consortium and Food & Drink Federation, and I’m delighted to mark this milestone by formalising our strategic partnership.

“Our latest research for Recycle Now shows that more than half (54%) of citizens put at least one item in the general rubbish bin that could have been recycled. Therefore helping citizens to recycle more, and more often, is crucial to achieving the targets we have committed to. It makes absolute sense that we do this in close partnership with OPRL, whose on pack messaging is recognised and understood by more than three in four citizens.”

OPRL chair Jane Bevis said: “Our continuing close relationship with WRAP is very important to us as we know consistent, evidenced messaging is essential in securing the trust and action of citizens. OPRL’s latest research shows that advice on-pack is the single most important source of information for citizens on recycling, but that people also seek information from other trusted sources to support this.

“Maintaining and developing further the strong links between OPRL’s on-pack messaging, and WRAP’s work through their Recycle Now campaign and local authority communications, remains essential to delivering more and better recycling of packaging.”